As part of Super Bowl LII on Sunday, Mercedes-Benz USA has launched a new kind of contest named “Last Fan Standing”.

The automobile company will give the opportunity to American fans to win a brand new 2018 Mercedes-AMG C 43 Coupe by keeping their finger on their smartphone.

In details, on Super Bowl Sunday, all fans registered will have to keep their finger on the car via a website as long as they possibly can. The last one touching the car will be the winner.

The game will be hosted on a dedicated platform where fans will be able to see in real-time how many other players are still playing.

To encourage users to join game, Mercedes-Benz USA offer to all registered a 5-minute Timeout if they tweet about the game. Social is in the heart of brand’s strategy.

Indeed, the brand rolled out this game knowing that fans used to watch sport games on TV using their smartphone: “We wanted to get beyond the traditional game-day executions and do something that was more reflective of the social co-viewing phenomena that game day has become with people alternating between watching the big screen and socializing on the small one,” Drew Slaven, Vice President of Marketing for Mercedes-Bens USA, explains.

Last Fan Standing can show also a new kind of relationship between a brand and people with people ready to spend hours with the brand via an interactive digital platform. This is an opportunity for Mercedes-Benz to build a strong branding image.

Now, the question is how long can be fans focus on their smartphone in front of one of the main sporting events across the world. Can sport passion be beaten by a brand contest?